Case: Harlan Laboratories 2008

2008

old logo

THE STORY

Harlan is a global provider of research models and contract research services. Control of the family-owned Harlan Sprague Dawley was acquired by investors Genstar Capital in 2005. To grow the business, Genstar recruited lab-industry leader Steve Sullivan from competitor Covance. Recognizing that (without modification) the traditional Harlan brand was a barrier to unity and might inhibit recognition of the company's growing strengths, Sullivan retained Tony Spaeth for a corporate brand review.

Provision of research models (lab animals) is Harlan's core, to which acquisitions in contract research services have been added — SafePharm in the U.K. and RCC in Switzerland — bringing Harlan further downstream in a fuller spectrum of drug development and toxicology sciences. The rebranding challenge: Retain the Harlan equity but communicate "new company, new leadership," with a commitment more broadly to scientific excellence — a company transformed by the integration of its research-driven acquisitions. As Sullivan summed it up, "We are coming together under a single banner worldwide, with one vision, one set of values and a company-wide passion for scientific excellence."

The change of formal name to "Harlan Laboratories" and the tagline "Helping you do research better" reinforce this positioning, in addition to the molecule shapes in the new logo. The acquired contract research companies have submerged their respective brands into the new Harlan, now defined by two operating businesses - research models, and contract research services. The logo and new visual system (typography, new graphic elements and a fresh green-based color palette) help communicate a new and stronger management presence, and a prouder, more assertive competitive posture.